Lurpak
Danish butter brand
title: "Lurpak" type: doc version: 1 created: 2026-02-28 author: "Wikipedia contributors" status: active scope: public tags: ["products-introduced-in-1901", "food-brands-of-denmark", "arla-foods-brands", "brand-name-dairy-products", "butter", "multinational-companies-headquartered-in-denmark"] description: "Danish butter brand" topic_path: "general/products-introduced-in-1901" source: "https://en.wikipedia.org/wiki/Lurpak" license: "CC BY-SA 4.0" wikipedia_page_id: 0 wikipedia_revision_id: 0
::summary Danish butter brand ::
::data[format=table title="Infobox brand"]
| Field | Value |
|---|---|
| name | Lurpak |
| logo | Lurpak logo.png |
| logo_caption | The Lurpak logo with two crossed lurs |
| producttype | Butter |
| currentowner | Arla Foods |
| country | Denmark |
| introduced | |
| markets | Worldwide |
| tagline | Good Food Deserves Lurpak |
| website | |
| :: |
| name = Lurpak | logo = Lurpak logo.png | logo_caption = The Lurpak logo with two crossed lurs | producttype = Butter | currentowner = Arla Foods | producedby = | country = Denmark | introduced = | discontinued = | related = | markets = Worldwide | ambassadors = | tagline = Good Food Deserves Lurpak | website = Lurpak is a Danish brand of butter owned by Arla Foods. It is sold in over 75 countries worldwide, and is known for its distinctive silver packaging. Lurpak came into existence in October 1901 after a cooperative of several Danish dairy farmers decided to create and register a common brand and mark for butter to increase sales. Its trumpetlike logo is based on the lur, an ancient brass instrument once used in Scandinavia.
::figure[src="https://upload.wikimedia.org/wikipedia/commons/f/f2/Lurpak.JPG" caption="Lurpak salted butter"] ::
Lurpak's principal market is the United Kingdom.
Lurpak butter is made from milk, but their spreadable range contains rapeseed oil.
Product range
::figure[src="https://upload.wikimedia.org/wikipedia/commons/7/7d/Lurpak_Butter_250g_unsalted_UK_market.jpg" caption="Lurpak unsalted butter"] ::
::figure[src="https://upload.wikimedia.org/wikipedia/commons/a/a9/HK_西環_Sai_Ying_Pun_水街_Water_Street_167_Connaught_Road_West_香港萬怡酒店_Courtyard_by_Marriott_Hong_Kong_hotel_MoMo_Cafe_restaurant_Buffet_butter_Lurpak_June_2019_SSG_01.jpg" caption="Single-serve packs of Lurpak butter"] ::
::figure[src="https://upload.wikimedia.org/wikipedia/commons/5/5b/Only_foreign_butter_in_Bosnian_supermarkets.jpg" caption="Lurpak on [[Bosnia]]n supermarket shelves"] ::
- Lurpak Slightly Salted Butter
- Lurpak Cheese Spread
- Lurpak Lighter Spreadable
- Lurpak Lightest Spreadable
- Lurpak Organic Spreadable
- Lurpak Unsalted
- Lurpak Spreadable Slightly Salted Butter
- Lurpak Spreadable Margarine Butter
- Lurpak With Crushed Garlic
- Lurpak Olive Oil Spread
- Lurpak Softest Slightly Salted (launched Spring 2018)
- Lurpak Plant Based
Advertising campaigns
In 1985, Lurpak launched a television campaign for the United Kingdom featuring Douglas, a trombonist made from butter, trying to play the famous classical composition Flight of the Bumblebee by Rimsky-Korsakov at the end of each advert spot (usually being stopped by the voiceover "Not now, Douglas!"), in tribute to Arthur Tolcher's appearances on the television show Morecambe and Wise. This was created by Aardman Animations, and featured the voice of Penelope Keith, with the intro to the Agnus Dei from Faure's Requiem as background music. This ran for almost twenty years, until Lurpak repositioned with the "Good Food Deserves Lurpak" campaign, created by Wieden+Kennedy, and featuring the voice of Rutger Hauer.
Similar brands
In the United Kingdom, discount retailer Aldi has introduced its own brand lookalike "butter blended with rapeseed oil", named Nordpak, which is manufactured in Ireland. Lidl and Tesco also have their own brand lookalikes, named Danpak and Butterpak, respectively.
References
References
- "Lurpak Crowned Best Butter in the World at Cheese Contest".
- "Tub Retains Signature Shine".
- (2017-09-16). "Creating Nordic Capitalism: The Development of a Competitive Periphery". Palgrave Macmillan.
- "The lurs of the Bronze Age".
- Goodall, Howard. (2013). "The Story of Music". Vintage Books.
- (3 September 2020). "Butter Hoarding Boosts Profit of Maker of Lurpak". Bloomberg.
- "Lurpak® Spreadable Slightly Salted".
- "welcome to optimism: we salute you, brave food warriors".
- Naylor, Tony. (2009-04-24). "AdWatch: Lurpak can't butter us up". [[The Guardian]].
- Smith, Sophie. (7 July 2017). "How Aldi and Lidl have wooed British shoppers: the top 5 discounter tactics". The Telegraph.
- Patel, Ajay. (March 2018). "Copycat products: 'living dangerously' with intellectual property".
- "Country of origin of butter and cheddar sold in Scottish and British retailers: analysis - gov.scot".
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